I spent a week in the heart of downtown Toronto running a pop-up for OREO Cakesters. This was a “ground-up” design project for me, where I handled the visual identity and the actual prizes hidden in the blind boxes. It’s one thing to see a design on a screen, but seeing a 3-hour-long line of people at the Eaton Centre waiting to experience it is another thing entirely. The energy was high, the feedback was great, and the “blind box” element kept everyone sticking around.
We also created a series of hype videos to draw attention to the activation and encourage people to come down. These videos were seen millions of times through our exclusive partnership with TikTok and through Instagram. As well as our O&O videos, millions of views were garnered through UGC content from partner creators and everyday people.
Client: Mondelez International
Producers: BuzzFeed Canada (Nathan George, Matthew McPhee, Kyle Richmond, Liza Hicks)
Agency: Vaynermedia
Build: RGXM
Photography: Adam J. Lawson
